The Challenging TelematicsBusiness Models独具挑战的Telematics商业模式Ralf Hug, President Trajectory Group
Partner ARalf Hug BiographyPartner with a partner.First-hand, real-world experience matters.Credibility in key markets cou...
Trajectory Group Overview 公司概况Reach new heights. Say goodbye to the status quo.From market intelligence to comprehensive p...
Immerse Yourself Challenges. Opportunities. Intelligence. Provocative, in-depth research and reports generate ideas, drive...
The Challenging                                                                Business Model for Connected Services      ...
Building the Connected Services Business Model  What is a business model in the first place?  建立连接服务商业模式  首先,什么是商业模式?     ...
The Challenging                                                                Business Model for Connected Services      ...
China Consumer Telematics Insights Study 中国消费者Telematics视点研究  Study on Telematics Services, Smartphone Integration, Insura...
Consumer Vehicle Purchase Decision 消费者车辆购买决策        Does Telematics Sell Vehicles? Telematics是否有助于提高汽车销量? I will include T...
New Vehicle Purchase Preference & Attributes 新车购买偏好Does Telematics sell Vehicles? Telematics是否有助于提高汽车销量?                  ...
The Evolution of the Connected Car 车联网的演进Many flavors exist. The battle between smartphone integration and embedded is on....
The Telematics Ecosystem Telematics生态系统A complex world with many stakeholders and competing interests.Finding a winning bu...
Telematics Services Monetization Ranking        Telematics服务的价值实现方式排名        What’s the preferred model? 什么是更受欢迎的商业模式?    ...
Pricing a Basic Telematics Service Package        为基础的Telematics服务包定价        What’s the price sensitivity/elasticity and w...
Subscription Economics Enlightenment 订购经济初解 Telematics Services Subscription Model Telematics服务订购模式                       ...
Apps Monetization Options 应用价值实现选项Many well-known app monetization models exist but will they work for automotive?现存很多知名的应...
Apps Monetization Ranking 应用价值实现方式排名        What’s the preferred model? 什么是最受欢迎的模式?                                       ...
Navigation and LBS Services                                                     导航与位置服务生态系统   Ecosystem Case Study        ...
Subscription Economics Enlightenment 订购经济初解      Embedded and Smartphone App Subscription Model Comparison      嵌入式与智能手机应用...
Business Model Formula Example: Freemium    商业模式公式举例:免费增值Potential Paying                                   Addressable   ...
The Challenging                                                                Business Model for Connected Services      ...
GM Onstar Example 通用安吉星案例•      OnStar plans include emergency, security and hands-free calling connectivity.•      Embedd...
Toyota Entune Example 丰田Eutune举例•      Entune apps include Bing, iHeartRadio, MovieTickets.com,       OpenTable, and Pando...
Ford Sync Example 福特Sync举例•   SYNC AppLink connects to smartphone applications through    voice commands.•   Current Apps ...
Mercedes-Benz Apps Example 梅赛德斯奔驰应用举例• Mercedes-Benz Apps gives the driver access to  Internet Browsing, Google Local Sear...
MirrorLink Ecosystem Examples Mirror Link 系统举例•      In-car infotainment solution based on MirrorLink standard•      Mirro...
The Challenging                                                                Business Model for Connected Services      ...
Auto Advertising Model - Success Factors    汽车广告模式-成功因素    Problem: Traditional advertising doesn’t translate well to     ...
Advertising Model – Evaluation 广告模式-评估Ad Economics: Can Automotive Mobile Ads deliver?广告经济学:汽车广告是否有效?                     ...
www.trajectorygroup.comQuestions? Get connectedContact us to start charting the right course for your business.       ralf...
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The Challenging Telematics Business Models

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Gave this presentation on the challenges of the Telematics Business Models at the Telematics@China Conference in December in Shanghai. Presentation provides valuable inside into embedded as well as smartphone business models. Includes consumer insight from a consumer survey around telematics monetization and consumer preferences conducted by the Trajectory Group in November 2012.

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The Challenging Telematics Business Models

  1. 1. The Challenging TelematicsBusiness Models独具挑战的Telematics商业模式Ralf Hug, President Trajectory Group
  2. 2. Partner ARalf Hug BiographyPartner with a partner.First-hand, real-world experience matters.Credibility in key markets counts.与正确的人合作重要的是第一手的实践经验重要的是在关键市场的信誉 15年+ >15 360° 360° C Partner Years 一线经验: Front-line experience: Industry View 行业视点 • 商业模式 • Business models • smartphone • 智能手机 • 产品/服务推出 • Product/service launches • auto • 汽车 • B2B/B2C 创新 • B2B/B2C innovations • platform • 平台 • content • 内容 10年+ >10 Ralf Hug Years Founder & 深入的 In-depth President Telematics telematics 创始人 行业经验 experience 总裁© 2012 Trajectory Group, LLC │ Confidential & Proprietary 2© 2012 Trajectory Group, LLC │ Confidential & Proprietary 2
  3. 3. Trajectory Group Overview 公司概况Reach new heights. Say goodbye to the status quo.From market intelligence to comprehensive partner-levelengagements, our offerings help power your trajectory forsuccess.告别现状 达到新的高度从市场资讯到综合性的合作伙伴层级,我们的产品和服务会为您注入更多的能量,使您在成功的轨道上不 Consulting断发展。 Services 咨询服务 Strategic Workshops 战略 Workshops In-Depth Analysis & Reports 深入的分析& 报告 Expert Content 专业内容 (thought leadership, web-based, industry events, etc.)© 2012 Trajectory Group, LLC │ Confidential & Proprietary 3
  4. 4. Immerse Yourself Challenges. Opportunities. Intelligence. Provocative, in-depth research and reports generate ideas, drive competitive advantage, and spark innovation. 挑战. 机遇. 情报. 独到深入的研究和报告可以衍生新观点,推动竞争优势, 激发创新。 Q4, 2012 China: Q4, 2012 Q1, 2013 Q1, 2013 Q1, 2013China: Q1, 2013 US: Q1, 2013 © 2012 Trajectory Group, LLC │ Confidential & Proprietary 4
  5. 5. The Challenging Business Model for Connected Services 独具挑战的商业模式-连接服务 KEY QUESTIONS 关键问题 Is there a business model for the connected car? 针对车联网有哪些现存的商业模式? Jerry Maguire (1996)© 2012 Trajectory Group, LLC │ Confidential & Proprietary 5
  6. 6. Building the Connected Services Business Model What is a business model in the first place? 建立连接服务商业模式 首先,什么是商业模式? Customer Value Proposition 客户价值定位 Key Key Profit Formula Resources Processes 利润公式 关键资源 关键流程A business model describes the rationale of how an organization creates, delivers, and captures value 商业模式阐述了一个组织如何创造,传递,并捕获价值。 © 2012 Trajectory Group, LLC © 2012 Trajectory Group, LLC │ │ Confidential & Proprietary Confidential & Proprietary 6 6
  7. 7. The Challenging Business Model for Connected Services 独具挑战的商业模式-连接服务 KEY QUESTIONS 关键问题 Does Telematics matter in the purchase of a car? Which stakeholders benefit from Telematics? What monetization opportunities exist? How does the profit formula look like? 在购买车辆的过程中Telematics是否重要? 那些利益相关者可以从Telematics获益? 现存怎样的价值实现机会? 利润公式是怎样的?© 2012 Trajectory Group, LLC │ Confidential & Proprietary 7
  8. 8. China Consumer Telematics Insights Study 中国消费者Telematics视点研究 Study on Telematics Services, Smartphone Integration, Insurance Telematics. 针对Telematics服务,智能手机集成,保险Telematics的深入调查研究。• A 15 minute on-line, 80+ questions quantitative study was conducted between 11/12/12 through 11/29/12 by the Trajectory Group, LLC• Invitations were sent to consumers in top cities incl. Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Tianjin, Nanjing, Hangzhou, Shenyang, Wuhan and Chongqing• Demographics were between the ages of 18-65 with monthly household income over RMB 5000. Male/Female ratio was 60/40. All demographics were attempted to balance to China census data.• The study was conducted until 1007 completed surveys were obtained with 100% car ownership• Use of TURF analysis to measure respondents preferences and intentions to 56 telematics service concepts, smartphone applications, insurance value-added services and more…• 2012年11月12日到19日期间,Trajectory Group, LLC 进行了一项约15分钟,80多个问题 的量化在线调查。• 接到调查邀请的消费者主要集中在一二线城市,包括:北京、上海、广州、深圳、成都、 China: Q4, 2012 天津、南京、杭州、沈阳、武汉和重庆。 US: Q1, 2013• 调查群体的年龄介于18岁到65岁之间,家庭月收入大于5000元,男女比例为6:4。所有的 Contact us for 统计数据都基本与中国的人口普查数据相一致。 more detail!• 此次调查共有1007个有效样本,100%的汽车保有率。 请与我们联系以• 我们使用TURF分析方法来测定针对56个Telematics概念,智能手机应用,保险增值服务 及其他方面的消费者偏好和意愿。 获得更多信息! © 2012 Trajectory Group, LLC │ Confidential & Proprietary 8
  9. 9. Consumer Vehicle Purchase Decision 消费者车辆购买决策 Does Telematics Sell Vehicles? Telematics是否有助于提高汽车销量? I will include Telematics features in my research when deciding which brand and model to purchase. 85%在决定车辆的品牌和型号时我会将Telematics特征考虑内 I would spend more money on a car with the right telematics features. 76% 我会花更多的钱来购买配置了合适Telematics服务的车型 I would change models from what I originally wanted in order to get the right telematics features. 62% 为获得合适的Telematics服务我会改变最初决定的型号I would change brands from what I originally wanted in order to get the right telematics features. 59% 为获得合适的Telematics服务我会改变最初决定的品牌 Strongly Agree 非常同意 Agree 同意Source: Trajectory Group China Survey 2012 © 2012 Trajectory Group, LLC │ Confidential & Proprietary 9
  10. 10. New Vehicle Purchase Preference & Attributes 新车购买偏好Does Telematics sell Vehicles? Telematics是否有助于提高汽车销量? Foreign-Import Brand JV Brand Chinese Domestic Brand 进口品牌 合资品牌 国产品牌 32% 41% 13% Quality Quality Patriotism 质量 质量 爱国 Brand Image Brand Image Price 品牌形象 品牌形象 价格 Price Brand Image 价格 品牌形象 Quality 质量 Price 价格 0% 50% 100% 0% 50% 100% 0% 50% 100%Source: Trajectory Group China Survey 2012 © 2012 Trajectory Group, LLC │ Confidential & Proprietary 10
  11. 11. The Evolution of the Connected Car 车联网的演进Many flavors exist. The battle between smartphone integration and embedded is on.多种方式并存,智能手机集成与嵌入式之间竞争激烈。 Service Services Profit Built-in Model 服务内置 服务利润模式 CRM & VRM Semi-Open 2 客户关系管理 Platform & 半开放平台 车辆关系管理© 2012 Trajectory Group, LLC │ Confidential & Proprietary 11
  12. 12. The Telematics Ecosystem Telematics生态系统A complex world with many stakeholders and competing interests.Finding a winning business model can be challenging!这是一个由多样的利益相关者和各种利益冲突构成的复杂系统!寻找一个制胜的商业模式是很有挑战性的! Auto 车厂 OEM App 应用商店提供商 Store Tier 1 一类硬件供应商 Provider Aligning Stakeholder Interests to Deliver Handset Compelling Wireless 手机制造商 无线运营 OEM Customer Carrier 商 Value Proposition Content Consumers 内容提供商 Fleet Owners TSP Telematics 服务提供商 Provider 3rd Party Developer 第三方开发者© 2012 Trajectory Group, LLC │ Confidential & Proprietary 12
  13. 13. Telematics Services Monetization Ranking Telematics服务的价值实现方式排名 What’s the preferred model? 什么是更受欢迎的商业模式? Free Services Ad Supported 支持广告的免费服务 Free App on smartphone 智能手机免费应用 Costs are built into the Vehicle 费用包含于汽车价格中 Annual Subscription 年度订购 Monthly Subscription 月度订购 Paid App on Smartphone 智能手机付费应用Source: Trajectory Group China Survey 2012 1st Place 2nd Place 3rd Place © 2012 Trajectory Group, LLC │ Confidential & Proprietary 13
  14. 14. Pricing a Basic Telematics Service Package 为基础的Telematics服务包定价 What’s the price sensitivity/elasticity and willingness to pay? 价格敏感度/弹性和支付意愿是怎样的? Win 盈利 Take Rate 支付率 50% Loss 亏损 Monthly Subscription Price 月度订购费用Source: Trajectory Group China Survey 2012 © 2012 Trajectory Group, LLC │ Confidential & Proprietary 14
  15. 15. Subscription Economics Enlightenment 订购经济初解 Telematics Services Subscription Model Telematics服务订购模式 Year 1 Year 2 Year 3 Year 4 2013 2014 2015 2016 2017 Telematics方案 Telematics Scenario 200,000 300,000 400,000 400,000 400,000 新车数量 New Vehicles 180,000 270,000 360,000 360,000 360,000 TSP 服务采用率 Activation Rate 90% 90,000 135,000 180,000 180,000 第一年留存率 Retention Y1 50% 54,000 81,000 108,000Model 第二年留存率 Retention Y2 60% 32,400 48,600 第三年留存率 Retention Y3 60% 19,440 第四年留存率 Retention Y4 60% 累计汽车数量 Cumulative Cars 180,000 360,000 549,000 653,400 716,040 Problem: High Churn Rates, Willingness to Pay Subscriptions, Value Proposition, Strategy 问题:高流失率,订购支付意愿,价值定位,战略 © 2012 Trajectory Group, LLC © 2012 Trajectory Group, LLC │ Confidential & Proprietary │ Confidential & Proprietary 15 15
  16. 16. Apps Monetization Options 应用价值实现选项Many well-known app monetization models exist but will they work for automotive?现存很多知名的应用价值实现方式,但它们可被用于汽车行业吗? Subscription Paid App 订购 付费应 Free App 用 免费应用 Advertising Freemium 广告 免费增值 In-App Purchase Many Others 应用内购买 其他
  17. 17. Apps Monetization Ranking 应用价值实现方式排名 What’s the preferred model? 什么是最受欢迎的模式? Freemium 免费增值 Free + In-App Purchase 免费+应用内购买 Paid App 付费Source: Trajectory Group China Survey 2012 1st Place 2nd Place 3rd Place © 2012 Trajectory Group, LLC │ Confidential & Proprietary 17
  18. 18. Navigation and LBS Services 导航与位置服务生态系统 Ecosystem Case Study 案例分析 From a B2B licensing model 将位置服务内容从B2B授权模式 for LBS content to a B2C app 转化为B2C应用收费模式。 monetization model. -这在汽车领域是否可行? - Will this work in Gas Prices 从谁开始? automotive? 油价 For Whom? Traffic Others…Freemium? Services 免费? 其他Paid? 交通服务 付费?In-App? 应用内?Built-in? Navigation 内嵌式?Subscription? 订购?Other? 其他? Speed Parking Cameras 停车位 超速拍照 Local Search POIs 本地搜索 兴趣点 © 2012 Trajectory Group, LLC │ Confidential & Proprietary 18 18
  19. 19. Subscription Economics Enlightenment 订购经济初解 Embedded and Smartphone App Subscription Model Comparison 嵌入式与智能手机应用订购模式对比 Year 1 Year 2 Year 3 Year 4 2013 2014 2015 2016 2017 Telematics Scenario 200,000 300,000 400,000 400,000 400,000 New Vehicles 180,000 270,000 360,000 360,000 360,000 High Churn Rate of TSP Activation Rate 90% 90,000 135,000 180,000 180,000 Telematics Retention Y1 50% 54,000 81,000 108,000 Model Retention Y2 60% 32,400 48,600 Subscriptions Retention Y3 60% 19,440 Retention Y4 60% 客户流失率很高 Cumulative Cars 180,000 360,000 549,000 653,400 716,040 2013 2014 2015 2016 2017 App Scenario 200,000 300,000 400,000 400,000 400,000 New Vehicles 10% 20,000 30,000 40,000 40,000 40,000 Low Adoption of App Take Rate 70% 14,000 21,000 28,000 28,000 App App App Retention Y1 70% 9,800 14,700 19,600 Subscriptions App Retention Y2 70% 6,860 10,290 Model App Retention Y3 70% 4,802 应用订购率较低 App Retention Y4 70% Cumulative Apps 20,000 44,000 70,800 89,560 102,692App Challenges: Smartphone Penetration < 50%, Compatibility (Car/Phone), App Competition, Price, Awareness/Marketing, Distribution。应用的挑战:智能手机普及率小于50%,兼容性(车/手机),应用之间的竞争,价格,认知/市场,发布。 © 2012 Trajectory Group, LLC │ Confidential & Proprietary 19
  20. 20. Business Model Formula Example: Freemium 商业模式公式举例:免费增值Potential Paying Addressable Reach Sign-up Conversion Customers Market % % to Paid 到达率 注册率潜在的付费用户 潜在市场 % % 付费转换 Example: Scenario I Scenario II 潜在市场 Addressable Market 15,000,000 1,000,000 智能手机普及率 Smartphone Penetration 50% 7,500,000 500,000 到达率 Reach 10% 750,000 50,000 免费服务注册率 Sign-up for Free Service 50% 375,000 25,000 付费转换 Conversion to Paid Version 5% 18,750 1,250 © 2012 Trajectory Group, LLC │ Confidential & Proprietary 20
  21. 21. The Challenging Business Model for Connected Services 独具挑战的商业模式-连接服务 CASE STUDIES 案例分析 2© 2012 Trajectory Group, LLC │ Confidential & Proprietary 21
  22. 22. GM Onstar Example 通用安吉星案例• OnStar plans include emergency, security and hands-free calling connectivity.• Embedded Connectivity• Basic and Premium Services Packages – Includes a variety of services such as Automatic Crash Notification, Roadside Assistance, Remote Services, Stolen Vehicle Assistance, Remote Diagnostics, Turn- by-Turn-Direction• Monetization: – 6 Months of free services included – Safe & Sound: $18.95/month, $199.00/year – Directions & Connections: $28.90/month, $299.00/year• 安吉星服务包含了紧急救援、安全和免提电话的接入.• 嵌入式接入• 基础和升级服务包 – 包括了多种服务,如:碰撞自动求助系统,路边救援,远程服务,被盗车辆服 务,远程诊断,全程音控领航• 价值实现: – 6个月免费使用期 – Safe & Sound: $18.95每月,$199.00每年。 – Directions & Connections: $28.90每月,$299.00每年。© 2012 Trajectory Group, LLC │ Confidential & Proprietary 22
  23. 23. Toyota Entune Example 丰田Eutune举例• Entune apps include Bing, iHeartRadio, MovieTickets.com, OpenTable, and Pandora• Additionally, Entune offers a variety of data services such as fuel prices, sports, stocks, traffic, and weather• Monetization: Three years of complimentary access to apps• Entune 应用程序包括:Bing, iHeartRadio, MovieTicket.com,Opentable,和潘多拉• 另外,Tntune提供了多样的数据服务,如:油价、 运动、股票、交通,还有天气信息• 价值实现:3年的应用程序免费访问“Toyota is ‘heavily involved in the process’ of co-developing apps that are tailored for Entune”, says Jon Bucci, VP Advanced Technology Toyota Source: Automotive News, Aug 6, 2012 丰田高新技术副总裁Jon Bucci说: “丰田深入参与研发了为Eutune量身定制的应用程序”。 来源:Automotive News,2012年8月6日© 2012 Trajectory Group, LLC │ Confidential & Proprietary 23
  24. 24. Ford Sync Example 福特Sync举例• SYNC AppLink connects to smartphone applications through voice commands.• Current Apps – iHeartRadio, NPR News, Pandora Internet Radio, Slacker Personal Radio, Stitcher Smart Radio, TuneIn Radio, MOG Radio and SYNC Destinations, Telenav Scout (pending) – Monetization: • Most are Free • Telenav Scout for Ford Sync AppLink offers a 30-day free trial, unlock via an in-app subscription of $24.99 per year or $4.99 per month.• Quiz: How many Internet Radio Stations? Why?• SYNC AppLink通过语音指令与智能手机应用程序同步连接• 现有应用程序: – iHeartRadio,NPR新闻, Pandora Internet Radio, Slacker Personal Radio,Stitcher Smart Radio TuneIn Radio,MOG Radio and SYNC Destinations,Telenay Scout。 – 价值实现 • 大部分免费 • Ford Sync AppLink的Telenav Scout有30天的免费使用期,之后以 年费$24.99或月度支付$4.99 付费试用。• 试问: 现有多少国际广播电台?为什么?
  25. 25. Mercedes-Benz Apps Example 梅赛德斯奔驰应用举例• Mercedes-Benz Apps gives the driver access to Internet Browsing, Google Local Search, Yelp, News and Facebook.• Based on embedded connectivity• Monetization: 2 – US: Subscription of $14/month with 3 month free trial. – Europe: €9.95 per app (parking, news)• 奔驰汽车应用程序位司机提供了网页浏览、 谷歌搜索、Yelp、新闻和Fackbook。• 价值实现: – 美国:3个月免费,订购费$14/月。 – 欧洲: 单个应用€9.95(停车、新闻)© 2012 Trajectory Group, LLC │ Confidential & Proprietary 25
  26. 26. MirrorLink Ecosystem Examples Mirror Link 系统举例• In-car infotainment solution based on MirrorLink standard• MirrorLink offers a seamless way to connect your smartphone to a car Alpine ICS-X8• Both the smartphone device and the infotainment system need to include Mirrorlink software• Control of smartphone applications through car HMI (touch screen, steering wheel controls, etc.) for navigation, music, telephone and apps, etc.• Monetization: – Nokia Car Mode App with MirrorLink retails for $29.99 – Samsung Galaxy S III gets Drive Link app with MirrorLink free – Panasonic ELUGA V AppCarConnect JPN is free• 基于MirrorLink标准的汽车内置娱乐信息系统方案• MirrorLink提供了一种汽车与智能手机无缝对接的方式• 通过汽车HMI(触摸屏、方向盘等)控制智能手机应用,用于导航、 音乐、打电话和其他应用• 价值实现: – 诺基亚MirrorLink汽车模式应用零售:$29.99 – 三星 Galaxy S III MirrorLink 驾驶相关应用免费 – 松下 ELUGA V 汽车应用在日本免费© 2012 Trajectory Group, LLC │ Confidential & Proprietary 26
  27. 27. The Challenging Business Model for Connected Services 独具挑战的商业模式-连接服务 KEY QUESTIONS 关键问题 What about Advertising? 广告模式是怎样的呢?© 2012 Trajectory Group, LLC │ Confidential & Proprietary 27
  28. 28. Auto Advertising Model - Success Factors 汽车广告模式-成功因素 Problem: Traditional advertising doesn’t translate well to 问题:传统的广告没能在移动设备中得到很好 mobile devices, and companies are still struggling to come up 的转换,各家公司在探索有效策略的过程中步 with effective strategies. 履维艰。 Automotive mobile ads are even more challenging. 其中,汽车广告更具挑战性。 • Ads need to respect privacy • Ads cannot be distracting while driving (safety) • 广告应该尊重隐私• Ads need to be rewarding and enhance • 广告不能分散驾驶员注意力(安全) the experience for Consumers• Ads need to be unique and engage in a meaningful way• 广告应该奖励并提高消费者的体验 • Ads need to meet• 广告应该是独特的并用有意义的方式 personal contextual requirements such as place, time and preferences • 广告应该可以买足 个体环境要求, 如:时间、地点、 个人喜好。• Performance for the Marketer/Advertiser/Content Publisher – Reach & Scale 营销人员/广告客户/内容出版商的绩效 – Operational Cost 到达率 &规模 操作费用 – Metrics (CPM, CPC, CPA, registrations, 指标 (千人成本,每点击成本, 每行为成本, 注册 downloads, …) 量 ,下载量……) – Ad Inventory 广告总量
  29. 29. Advertising Model – Evaluation 广告模式-评估Ad Economics: Can Automotive Mobile Ads deliver?广告经济学:汽车广告是否有效? 千人成本 CPM: $10 CTR: 2% 点击率 购买率 Conversion to Buy: 5% Impressions: Ad Dollars: 印象数: 广告费用: 1,000,000 $10,000 100,000,000 $1,000,000© 2012 Trajectory Group, LLC │ Confidential & Proprietary 29
  30. 30. www.trajectorygroup.comQuestions? Get connectedContact us to start charting the right course for your business. ralfhug@trajectorygroup.com有疑问?请与我们联系 tel: +1 773 733 6913请联系我们,以为您的企业指明正确的发展方向。 www.trajectorygroup.com www.linkedin.com/in/ralfhug www.twitter.com/ralfhug Ralf_Hug© 2012 Trajectory Group, LLC │ Confidential & Proprietary 30

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